'I cannot believe people are receiving treatment on their vag live on lunchtime TV,' a fourth wrote.

Annie said her privates weren't as elastic as they used to be but is happy with how theylook

A fifth joked: 'What am I watching??? Foo foos on morning TV (puts down the porridge).'

Annie explained that she wasn't having the procedure to change the appearance of her privates, but said she was keen them to be rejuvenated after having children.

She said: 'Now I'm a little bit older, I've noticed that skin in all areas of my body the elasticity of it is not the same. It's more for prevention tightening up my pelvic floor as well.

'I'm quite happy with the look of it. Ten years ago I wouldn't have even dreamed of it, but it's more maintenance.'

The ITV chat show included a mock up of what the procedure involves, showing a probe entering the body and moving up and down

The procedure costs around £1,200 and his pain free, though patients will have to come back and get top up treatments to maintain the cosmetic work.

One of This Morning's resident doctors Dr Zoe Williams explained why more women are choosing to get designer vaginas.

She said: 'This is a new thing and we know its inevitable that changes down below will occur after babies but also as we get older things tend to get laxer and looser, but this rejuvenation is quite a modern thing it's quite a new thing.'

'The only way most women are able to compare what they have with other women is by watching pornography and we know that women in pornography are not a true representation of the huge diversity of what women look like down below,' Dr Zoe added.

Dr Zoe Williams said more women are getting designer vaginas thanks to a lack of diversity in porn

'It's a bit like ear lobes, some people have small ones, big ones, one bigger than the other, oval ones. We have this skewed view of what is normal because of what we see in pornography.'

At the end of the segment Phil pointed out that the windows weren't actually see-through so those outside of the studio couldn't see the procedure.

'I think it's important that we point out that these windows behind us are in fact one way glass! For anyone who happens to be walking past on the South Bank today you can't see in,' he laughed.